If Done Right, Social CRM Is a Great Two-Way Communication Method for Companies

Companies of every kind are beginning to focus more on consumers and engaging with them on Facebook, Twitter and other social media platforms. But the successful businesses, the ones that want to really make their social media efforts sing, are going beyond just gaining that simple visibility.

What those smart companies are doing, says Denis Pombriant, a Social CRM analyst with Beagle Research Group LLC, is turning their social media efforts into two-way, real-time communications with their customers.

"We usually think of social media as an outbound-only tool," where companies only send their messages to consumers, he says. But that's a huge mistake to make today.